Exhibition booth (800 sqm) for Pedrali | Salone del mobile, Milan, Italy | 2018
In collaboration with:
Calvi Brambilla | www.calvibrambilla.it
Nominated for Best Use of Light in the Frame Awards Milan | Winner of 2019 Germand Design Award
Role: Project leader
Activities: Development of the design process in all its stages | Interface with clients, suppliers and technicians | Monitoring of the construction site
Credits: Project: Calvi Brambilla | Ph: Pedrali | Video&Choreography in the peepholes: Collettivo Cinetico
#Pedraligoodideas is the concept created by Calvi Brambilla for Pedrali booths, from Salone del Mobile 2018 to imm Cologne, from Maison & Objet Paris to the Stockholm Furniture Fair 2019.
Drawing inspiration from light bulbs, the architects pay tribute to the company’s “latest good ideas” with an installation that is both a museum display and a product dramatisation.
The theatre is evoked by square, round and rectangular platforms transformed into small stages, on which new products are exposed as if they we re the protagonists of a show. The idea of these stages comes from an art installation by Félix González- Torres.
The spectacularization of products is made even more interactive thanks to mysterious peepholes, from which visitors witness real shows.
Go-Go Dancing Platform (1991) by Félix Gonzàlez-Torres
Video by Collettivo Cinetico for Pedrali
Peephole: